Andy Murray’s Radical Creativity
March 13, 2012
London — Andy Murray is playing the leading role in the new global, digital communication campaign released by HEAD Tennis, supporting the introduction of the new YouTek™ IG Tour Racquet Series.
The HEAD Radical racquet series has been designed for multi-talented players with a versatile and unpredictable style of play. Since Andy Murray combines these attributes in his game, he became the ideal testimonial for the racquet’s positioning: radical creativity on the court.
‘Radical Creativity’ was also the inspiration for HEAD’s new communication concept with Andy Murray. The centerpiece of the campaign is a film in which Andy thinks about what kind of creative job he could have had, if he hadn’t become a pro tennis player.
Prompted by a question of a journalist at a fictional press conference, Andy starts dreaming about different professions: Barber? Chef? Rockstar? But his different dream sequences clearly reveal there is only one right job for Andy – playing tennis. And only one right racquet he needs for it.
Andy Murray’s YouTek™ IG Radical Pro leads the line-up for the popular HEAD Radical series, which has established itself as a premium tennis racquet collection for both power and control. “I’ve played with the Radical since I was 13 and I never wanted to change since,” says ATP world No.4 ranked Andy Murray. “With the new YouTek™ IG Radical Pro, I feel I have a lot more variety in my game.”
The film titled ‘Andy’s Radical Job Switch’ has been launched today on HEAD’s YouTube brand channel on youtube.com/headtennis.
As part of the campaign, HEAD invites tennis fans and social media users to win the opportunity to also switch their job and, for one day, have the chance to experience the life of a tennis pro — together with Andy Murray of course. The competition is hosted exclusively on the HEAD Facebook site facebook.com/headtennis.
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